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Creating Personas vs. Customer Segments: What’s The Difference?

Developing personas and segments is a critical step in creating a personalization strategy for your business. The words persona and segment have often been used interchangeably to group and define the characteristics and profiles of customers, but the truth is the words mean two different things, and the distinction is an important one. Segments help to forecast market interest for a product or service, while Personas help to understand the emotional and behavioral triggers behind individual customers within that market. Used together, they can act as a powerful complementary set of... More

Drupal 8 Will Make a Huge Difference in Development for 2015

The Drupal Community is supported by an active and diverse group with more than 1,136,828 Drupalers in 229 countries speaking 180 languages. The launch of Drupal 8 is going to be more than just a new software iteration, it will provide over 200 new features and improvements. So let’s take a moment and look at how Drupal 8 will impact development in 2015. What makes Drupal 8 special? There are a variety of advanced technologies that make Drupal 8 significantly more adaptable to use cases than before, but really two improvements stand out. First... More

The Key to a Successful Marketing Strategy is an Open Approach

For marketers, the number of marketing tools available in today’s digital landscape is just as overwhelming as it is beneficial. These options help make you a more efficient marketer and provide the customer with a better digital experience. But at the same time, how do you narrow down what’s right for your business? How do you try something new that seems like it might be a good fit? How do you keep up with what’s new and what’s next? Whether it’s the Marketing Technology Landscape... More

How the Apple Watch Changes Web Content Management

This morning, I set my alarm at 3am ET and ordered a shiny, magical new Apple Watch. The Apple Watch is the first new product from Apple since Steve Jobs passed away. It’s an important new product for Apple, as they continue to look for ways to expand revenue beyond the iPhone. “Smart Watches” aren’t new, but as Apple always does, they are taking an emerging category and bringing it to the mass consumer market. Apple has positioned the watch as “an intimate and... More

Cross-Channel Browsing Behaviors of the Modern "Fauxsumer"

“I love the smell of commerce in the morning!” ~ Brodie, Mallrats In 1995, Mallrats depicted the teenage world encapsulated in a shopping mall. Breakups, makeups, and even an unprovoked attack on the Easter bunny – it all happens in the mall. In 1995 that’s where all the cool kids went on a Friday night. Fast forward to 2015, 20 years later. The New York Times recently posted a blog asking teenagers if the mall is still an important part of teen... More

PHP: The entire world is your development team – Beth Tucker Long

PHP: The entire world is your development team – Beth Tucker Long Beth Tucker Long, PHP Developer and Advocate at Code Climate, and I got in front of my cameras at the 2014 PHP World conference and got to talk about her history and priorities in development, PHP, and open source; her welcome into the PHP community, the culture of sharing and teaching in PHP, her work and the mission of Code Climate ... including how she got hired as a Perl programmer right out of college... More

Redefining Commerce, April 2015: Firebox, ‘Not For Everyone’

This blog series - Redefining Commerce - highlights retail brands that are elevating traditional online commerce experiences, pushing the boundaries of what it means to be an online retailer, and delivering unparalleled consumer experiences. So far in our Redefining Commerce series, we’ve focused on visually beautiful websites that blend content and commerce seamlessly. But Firebox.com is a new breed of commerce site. As their tagline suggests, it’s “not for everyone.” It pushes... More

Closed-Loop Marketing – Or Just Closed?

“Digital transformation” is a big phrase that scares marketers and IT people alike, because it hints at the need to rip out all of your old stuff – technology, processes, maybe even people – in favor of cutting-edge replacements. This transformation trend is gaining steam in marketing, where some vendors are promoting all-encompassing, cloud-based marketing suites that promise seamlessly integrated content management, marketing automation, analytics and other tools. The goal is the long-desired “closed loop” that ties digital marketing investments more closely to outcomes. The problem with... More

Context Helps Make Commerce Experiences Cool, Not Creepy

The vast majority of retailers are practicing some form of personalization, even at the most fundamental level: welcoming you back to their site by name, recommending products based off of past browsing experience, targeting offers based on search activity. But as data collection systems become more advanced, and personal information becomes more available, can a brand go too far in an effort to capitalize on new customers and just become, well, creepy? The answer is, yes. Last week, Buzzfeed published an article called... More

Sites that Cannot Fail -- One Night, Millions of Viewers

What does it mean to have sites that cannot fail? How can Acquia make sure that when that big day of traffic or engagement comes, we continuously deliver an experience to our customers that we promised? In this blog series, we’re showcasing what it meant for three of our largest customers to have a site that could not fail. We’ll highlight both business and technical preparation, continuous improvements, platform insights, and the importance of always listening to those providing feedback on the experience. The Story Imagine you had one chance to deliver an incredible experience; 364 days... More

Streamline your local Drupal workflow with Acquia Dev Desktop 2

Since we introduced the original version of Acquia Dev Desktop, thousands of people have used it to quickly create local Drupal sites on their Mac or Windows PCs. Over the years we have received a lot of great feedback, and so we redesigned Dev Desktop 2 from the ground up, incorporating the most requested improvements. Thousands of users have tried the beta version, and now it's ready for prime time. If you haven't upgraded to the April 3rd release of Dev Desktop 2, download it now and give it a try. It's free! What's new in Dev Desktop 2? A... More

As Open Marketing Takes Hold, A Look Back at Its Roots

The world of digital has been abuzz with personalization. A one-size-fits-all approach doesn’t work when it comes to today’s sophisticated consumer, so why should we expect a generic approach to work for marketing platforms in this new environment? Marketers each need their own customized marketing platform; one that can combine their unique set of rapidly growing best-in-class marketing technologies, rather than a pre-packaged suite of tools chosen for them by a vendor. Thus, Open Marketing has... More

What Old School ERP and Shared Services Can Teach Us About Digital

I recently came across a social media post that read: In 2015 Uber, the world largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. Airbnb, the world’s largest accommodation provider, owns no real estate. As the digital movement increases in momentum, with little sign of a slow-down, I’ve started to wonder: how can existing global enterprises, including some 150-year-old companies, adapt and acquire the capabilities they need to optimise digital? Many enterprises have business... More

The One Metric That Proves College Websites Are Worth the Investment

Zero. That’s the number of revenue-producing business metrics most college and university web marketing teams use to prove their impact to the school’s bottom-line. Zero. Zilch. It’s not that they don’t want to prove value. It’s just that colleges’ data systems are byzantine, isolated, and hard to connect. Plus, there aren’t universally accepted goals for a college website. Showing impact is hard. We hate that. Despite defining business goals at the start of every of our 50+ college and university web projects, we are often unable to demonstrate – with numbers – that we met these business... More

Open Marketing: Freeing Your Brand To Compete, Succeed

Living a digital world comes with a lengthy list of benefits–and challenges. While new advancements in marketing technology make it easier to gain customer information and insights, keeping up with the speed of these developments is the true challenge. Marketing still owns the brand and messaging. However, with a sharp focus on a more customer-centric approach, the conversation is now two-way. The customer’s thoughts and opinions now directly influence your brand messaging (or at least it should). Customers expect a personalized experience with your brand and won’t settle for less. Adding... More

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